Event has mouths watering for Tuesday's opening of Wisconsin's first Portillo's

Today, as Portillo’s expands — it eventually will have locations numbering in “the teens” in Wisconsin, according to chief executive Keith Kinsey — weeks of training go into making sure Portillo’s food offerings and environment do more than pass muster. Credit: Michael Sears

Brookfield — It's probably safe to say that of the 150 or so people who showed up Thursday for a VIP and media event at the new Portillo's restaurant, only four left disappointed.

But that doesn't mean they won't be back.

Beth Mrozinsky, a Palos Hills, Ill., native well-acquainted with the Chicago-based hot dog and Italian beef restaurant, came to the new 1950s diner-themed Portillo's at 17685 W. Blue Mound Road — the first in Wisconsin — with three Milwaukee co-workers to show them what she considers some of the best food around.

They thought the restaurant already was in business. But it doesn't officially open to the public until next Tuesday.

"We'll come back when it's open," Mrozinsky said as she and her team returned to their vehicle to head back to Milwaukee.

What makes Portillo's worth the trip?

"Something as simple as an Italian beef sandwich," she said. "It is truly a real Italian beef sandwich — nothing like what we have up here that they say is Chicago Italian beef. It's not close. Portillo's is it. The hot dogs, the tamales, everything. It is the best."

Mrozinsky may be part of what company founder Dick Portillo, who attended the Brookfield event, describes as a "cult following" that has developed for the restaurant over the decades. Portillo used his life savings to start the business — first known as The Dog House — in Villa Park, Ill. in 1963.

Meeting with the news media and other guests for the private gathering Thursday, Portillo said he had been in the U.S. Marine Corps and then worked a variety of jobs before it occurred to him that there could be a market for a hot-dog stand in Villa Park. He said he focused on three things he had learned in the Marines to grow the business: the value of teamwork, the value of organization and the value of training.

He said he also always has remembered how a popular Marine officer he served under oversaw the troops, no matter their rank.

"He was an inspiration to me on how to treat people," Portillo said. "He treated them with decency and respect. He understood the value of those people."

Today, as Portillo's expands — it eventually will have locations numbering in "the teens" in Wisconsin, according to chief executive Keith Kinsey — weeks of training go into making sure Portillo's food offerings and environment do more than pass muster.

"Portillo's is a truly inspiring American success story," Brookfield Mayor Steve Ponto said at Thursday's event. "Legendary food and legendary services have, not surprisingly, created a very large and loyal customer base."

About two years ago, Dick Portillo sold Portillo's to the private equity firm Berkshire Partners, but he remains involved in his namesake business.

Wisconsin is Portillo's sixth state. The Brookfield location is its 44th restaurant.

Guests at Thursday's VIP event were treated to Portillo's menu items after a news conference.

Brookfield residents and longtime Portillo's fans Tony and Jeannette Corrao, whose granddaughter is among about 200 employees at the restaurant, expect to be regular customers.